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Chapter 1. Introduction > The Power of the Story

The Power of the Story

Human beings are much more likely to be swayed by good stories than they are by graphs and numbers. The most effective sales pitches to investors tell a compelling story, backed up by anecdotal evidence. But what makes a story compelling in the first place? Investment stories are convincing not only because they are told well but also because they draw on several common factors:

  • Most good investment stories appeal to a fundamental component of human nature, whether it be greed, hope, fear or envy. In fact, what often sets apart successful investment salespeople from unsuccessful ones is their uncanny ability to gauge an investor's weak spots and create a story to take advantage of them.

  • Good investment stories are also backed up by the evidence, at least as presented by the storyteller. As you will see in this book, though, the evidence may only tell part of the story and much of what is presented as incontrovertible proof of the efficacy of an investment strategy falls apart on closer examination.


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